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While conversations between broadcasters and car makers are just starting, ATSC 3.0 proponents say that given the three-to-five-year build cycle of a typical new model it’s crucial to get 3.0 receiver chips into car makers’ design plans by next spring so they’re ready to roll in 2024, by which time next-gen stations will be broadcasting across the U.S.

Cars will soon regularly receive ATSC 3.0 signals from Phoenix broadcasters taking part in the latest facet of an ongoing trial of Next-Gen TV. Pearl TV, which is leading the Phoenix Model Market project of 12 stations, and Avis Budget Group announced Oct. 15 they will begin testing various use cases for TV-delivered signals to passenger cars early next year.

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